Analysis for Marketing Planning
by Lehmann, Donald R.; Winer, Russell S.Edition: 5th
Format: Paperback
Pub. Date: 2001-06-30
Publisher(s): MCG
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Summary
Analysis for Marketing Planning focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document--the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to make decisions based from sound analysis. This book does not attempt to cover all aspects of the marketing plan; rather it focuses on the analysis pertaining to a product’s environment, customers and competitors.
Table of Contents
Chapter 1: Overview Appendix 1A: Marketing Plan Outline Chapter 2: Defining the Competitive Set Chapter 3: Industry Analysis Chapter 4: Competitor Analysis Chapter 5: Customer Analysis Appendix 5A: Economic Value to the Customer Chapter 6: Market Potential and Sales Forecasting Appendix 6A: Time Series Regression with Seasonal Factors Chapter 7: Developing Marketing Strategy
Chapter 2: Defining the Competitive Set Chapter 3: Industry Analysis Chapter 4: Competitor Analysis Chapter 5: Customer Analysis Appendix 5A: Economic Value to the Customer Chapter 6: Market Potential and Sales Forecasting Appendix 6A: Time Series Regression with Seasonal Factors Chapter 7: Developing Marketing Strategy
Chapter 4: Competitor Analysis Chapter 5: Customer Analysis Appendix 5A: Economic Value to the Customer Chapter 6: Market Potential and Sales Forecasting Appendix 6A: Time Series Regression with Seasonal Factors Chapter 7: Developing Marketing Strategy
Appendix 5A: Economic Value to the Customer Chapter 6: Market Potential and Sales Forecasting Appendix 6A: Time Series Regression with Seasonal Factors Chapter 7: Developing Marketing Strategy
Appendix 6A: Time Series Regression with Seasonal Factors Chapter 7: Developing Marketing Strategy
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